Why Does Google Analytics Not Show Keywords?

If you've spent any time in Google Analytics, you’ve hit the same wall we all have: a giant list of valuable organic search traffic credited to a keyword called "(not provided)". This isn’t a bug or a mistake, it’s a permanent feature. This article explains exactly why Google hides most of your organic keyword data and, more importantly, walks you through the best ways to get those critical insights back.

The Story Behind "(not provided)" Keywords

You might be wondering a simple question: why would Google hide information that is so useful for marketers and website owners? The answer has to do with a shift that happened years ago, and understanding why will save you from going down rabbit holes you shouldn't pursue. Knowing the backstory helps so you can start working with new sources of keyword traffic.

A Timeline for Why Google Analytics Hides Keywords

• 2010 – The Growing Demand For Privacy: Online privacy started becoming a hot-button issue with a sharp outcry for new policies to protect the personal information of Internet users from abuse.
• October 2011 – Google Responds With "Secure Search": Google announced a massive change to their search technology through “encrypted search” to better protect users by encrypting search terms. If you were logged into your Google account, your search results would be delivered via HTTPS, a secure, encrypted connection.
• The Ripple Effect: The result was immediate - keywords were protected and not shared with visited websites. Google Analytics classified these encrypted keywords as "(not provided)".
• 2013 – Encrypted Search Becomes Standard: By September 2013, encrypted search became the rule for all searches, leading to "(not provided)" jumping from a fraction of searches to nearly all, causing challenges for marketers seeking keyword data.

So What Does "(not provided)" Actually Mean?

When you see "(not provided)" in your Google Analytics reports, it means the visitor came from an organic search, and Google did not pass the specific search query to analytics for privacy reasons. However, this only applies to organic search. Google provides keyword data for Google Ads, reasoning that if you're paying for a click, you deserve that insight.

How To Uncover Your Missing Keyword Data: 4 Actionable Steps

While you can't get keywords to appear in Google Analytics like before, Google Search Console is a powerful, free tool that can help you retrieve this data. It links your missing keywords to your search performance.

1. Use Google Search Console (Your New Best Friend)

Google Search Console (GSC) is essential for tackling keyword blackouts, offering insights into search queries and resolving indexing issues.

You can connect GSC with Google Analytics to see search query data in your GA reports.

Getting Started with GSC:

1. Create a GSC account if you don't have one: Visit the Google Search Console website, log in, and follow instructions to add your properties. Once set up, link it to your Google Analytics account for combined insights.
2. Link GSC with Google Analytics: Use the "Admin" settings in Google Analytics to select the property for linking. Follow guided steps to complete the integration.
3. Finding GSC Data in Google Analytics: In GA4, navigate to "Acquisition Overview" to incorporate Search Console data in your dashboard, offering new reports with valuable organic keywords and search traffic.

An integrated view between Google Analytics and Google Search Console offers a comprehensive understanding of keyword queries, albeit in an aggregated form due to data anonymization.

2. Analyze Your Organic Landing Pages

Reviewing your organic landing pages offers clues into keyword intent through organic search. Begin your analysis from the Top Landing Pages Report under "Acquisition" in Google Analytics.

How to Unlock Keyword Insights from Landing Pages:

• URL Slugs: A page URL can indicate search themes. For example, example.com/blogging/keyword-research-tools highlights potential interests driving traffic.
• Content Clustering: Instead of focusing on exact keyword strings, prioritize creating interconnected topics and answer-oriented pages for better user experience and conversions.

3. Turn a Lens Toward Paid Traffic & Bid Keywords from PPC Google Ad Campaigns

If you utilize PPC advertising, reviewing your Ads "Search Terms" report can reveal keywords for organic use. Navigate the Ads menu for insights into high-performing search terms for potential content creation inspiration.

4. Don't Overlook “Site Searches” Reports

Site Search reports provide insights into what users search for on your site. Set up event tracking in GA4 to track these site interactions, offering insight into visitor needs and enhancing content strategy.

Conclusion

While you may lack exact keyword data in Google Analytics, well-structured topics and content can compensate. Google Search Console and strategic content planning remain essential for understanding search intent and website success.

Final Thoughts

Losing direct organic keyword data in Google Analytics was a significant shift, but it isn't a dead end. Combining Google Search Console's query data with insights from landing pages provides a clear view of user intent and performance.

At Graphed, we help you connect data sources like Google Analytics and Google Search Console into one platform. Instead of switching between platforms, simply ask questions in plain English, like, "Show me my top organic keywords from Search Console and the landing pages they're associated with," and we'll create a live dashboard so you can focus on actionable insights that grow your traffic.